All adverts are told with a narrative. Every narrative consists of characters, settings, conflicts and resolutions. A linear narrative means that the story is told from beginning to the end. Where as a Non-linear narratives are not always in chronological order to show memories or past events. An Open Ended narrative is where the narrative continues in the next advert (a series of adverts). A closed narrative is a narrative that does not continue after the advert is finished.
Todorovs' theory is that every story/narrative has a beginning , middle and end. At the beginning everything is normal, in the middle there is conflict and at the end it is resolved.
Levis-Strauss theory is that a narrative contains a binary opposition, meaning a difference of people or ideas meet.
Propp's theory said that narratives usually contains a hero, a villan, a donnor (someone who helps the hero by giving them something), a dispatcher (someone who sends the hero or even villan on a quest), a false hero, a helper, a princess and a person who gives the hero a reward.
Robert Mckee believed that the story is effected by what a person does. He believes that the story shows how the person grows.
The advert bellow is about two young people moving into a flat with another person. This person has BT Infinity, a broadband provider. When the people move in they get shown round the flat. It also shows what the broadband is used for. This video is the whole advert, when shown on TV it is split into a linear open ended narrative (a series).
In previous BT adverts they showed the boy's parents using BT products. The narrative shows how the family grows and now as a new product has been introduced it shows how the boy grows up.
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